One might reasonably expect OTC & Winter Remedies sales to correlate with cold and flu cases, which were down during last season.
But sales of Throat Sweets have exceeded those expectations over the last year as consumers turned to their favourite brands for comfort during the winter months, and then increasingly used them for relief from symptoms during the annual hay fever season.
“For while the category stayed flat in volume (+0.1% YoY), it rose by +3.8% in value (Nielsen). For Fisherman’s Friend, the story has been even stronger. Our value sales are up +8.7%, volume by +1.4%, and our market share has grown to 3.4% (Nielsen). We are one of the fastest-growing brands and we’re helping to drive category growth,” says Jon R. White, Regional Business Manager at Fisherman’s Friend.
“Our success is built on heritage and trust. With 160 years of history and 10mg of menthol per lozenge – the highest in the market – we offer strength and relief that’s tough to match. Shoppers know they’re getting a no-nonsense lozenge that effectively supports easing cold and flu symptoms.”
What sets Fisherman’s Friend apart is its year-round relevance. OTC sales typically peak during the cold and flu season, but people also reach for lozenges for relief of hay fever symptoms, or just to freshen their breath. Retailers who recognise that Fisherman’s Friend can perform beyond winter will see the most sales success. In fact, last year’s hay fever season saw Fisherman’s Friend’s sales rise by +23% in value and +15% in volume (Nielsen). This year-round versatility drives long-term loyalty.
“Offering value for money is also increasingly important. Our packs contain more lozenges than competitors’, offering shoppers a great bang for their buck – particularly important during ongoing economic uncertainty and cost of living pressures. In times like these, shoppers stick with what they know works – and that’s Fisherman’s Friend,” adds White.
“We’ve built a comprehensive core range that is so well known, we don’t need constant NPD to stay relevant. We haven’t launched new flavour variants in the UK for 6 years, but we’ve kept growing. Our core range – led by Original Extra Strong, which makes up 59% of our sales – remains the heart of the brand, with Blackcurrant (21%) and Honey & Lemon (6%) also popular (Ceuta Healthcare).”
But the brand is not standing still. A major PR and influencer campaign is lined up for the 2025 cold and flu season, alongside fresh content across social channels to keep Fisherman’s Friend front of mind.
“For Fisherman’s Friend, innovation isn’t just about launching new flavours for the sake of it – it’s about reinforcing our core proposition. Our focus remains on format innovation and ensuring our packs meet shoppers’ needs across all channels. Whether it’s the convenience of a single 25g pack, the value of a multipack, or a bulk buy online, we’re optimising our offering without diluting what the brand stands for,” says White.
“Additionally, we’re evolving how we engage consumers. Our latest PR and influencer campaigns are reshaping perceptions of Fisherman’s Friend as not just a winter cold and flu essential, but a year-round go-to, especially with hay fever seasons getting longer and more severe.
“Ultimately, our commitment is clear: a high-menthol, great value, trusted product that delivers all year round.”
Rachel Ramsden, Olbas Brand Manager, comments: “Decongestants continue to lead the way as one of the strongest-performing segments within OTC remedies. In particular, nasal sprays, remains the most popular format in terms of sales, increasing 19% year on year (Circana). Olbas Nasal Spray now includes the additional benefits of aloe vera to soothe decongested blocked noses. Having Olbas’ much loved soothing vapours in spray form will keep families relief ready throughout the year.”
Products made with natural ingredients are also seeing a rise in demand (Statista) with 19 per cent of shoppers trying to use natural OTC remedies only (Statista). The whole Olbas range uses natural ingredients in the products to provide soothing vapours that ease congestion and help clear airways for easy breathing.
“Alongside the demand for natural remedies, 25 per cent of shoppers will research products online before purchasing (Statista). This shows an interest in transparency and consumers looking for informed recommendations. Wholesalers should ensure they offer products that cater to this interest,” adds Ramsden.
“Consumers are also interested in formats that support busy, on-the-go lifestyles such as the Olbas Nasal Spray and Breathe Easy Patches to provide easy, portable relief.”
The Olbas range continues to perform strongly in the winter remedies category, with Olbas Oil remaining the nation’s favourite decongestant oil (Circana), available for £6.05 (RRP) for a 12ml bottle and £8.85 (RRP) for a 30ml bottle. There has also been demand for the spray format of Olbas’ OTC products; the Olbas Nasal Spray is performing strongly and is sold for £6.99 (RRP) per 20ml bottle.
Olbas continues to perform well in the OTC category, supported by strong brand recognition, remaining the nation’s favourite decongestant oil year on year (Circana). Despite the cost-of -living challenges, consumers remain loyal to trusted brands that deliver results. Shoppers are willing to invest in their health and wellbeing, especially when products use familiar natural ingredients like eucalyptus and menthol.
“Wholesalers should focus on offering a well-rounded range that includes family-friendly options, natural solutions, and a variety of formats to meet different needs. Visibility and accessibility matter, so make it easy for retailers to understand what each product does and how it fits into the broader category,” says Ramsden.
“This year, our marketing support includes a yearly winter campaign featuring TV ads, digital advertising and an educational PR campaign to highlight how the nation cares for themselves when suffering from ailments, and the benefits of Olbas’ products.”
Jenny Farnham, Northern Europe Marketing Manager – Cough & Cold, Kenvue, comments: “Driven by an ageing UK population, the OTC medicines category is currently growing and this will likely continue. With the Government’s 10 Year Health Plan expected to positively impact the OTC market over the coming years, there will be more opportunities and a greater need for individuals to proactively manage their own health.”
This is particularly relevant for common ailments such as coughs and colds, and the shift should help alleviate the burden on overstretched GP surgeries. Findings from PAGB indicate a significant portion of the population still lacks confidence in their self-care abilities, and 75% of GP appointments for self-treatable conditions result in advice to use OTC medication.
“Through public health initiatives, trusted brands, and advancing digital platforms, we all play a crucial role in making self-care more accessible, intuitive, and impactful. This represents an opportunity for further substantial growth for the industry,” adds Farnham.
“Our brands are always innovating within their categories and SUDAFED® Plus nasal spray offers an impressive 5-in-1 benefit and fast congestion relief. It helps target congestion at the source, reduces nasal swelling, unblocks mucus and also soothes and helps protect the irritated nasal lining.”
It’s a unique formulation with xylometazoline and dexpanthenol that gets to work on congestion in 5 minutes, lasting up to 10 hours.
SUDAFED® Plus has recently received approval from the Medicines and Healthcare products Regulatory Agency (MHRA) to be reclassified from Pharmacy (P) to General Sales List (GSL). The brand is offering more effective products that are easily accessible to consumers, enabling them to self-treat over the cold and flu season. The launch will be accompanied by a comprehensive seasonal media plan, as well as in-store activations starting in September.
On a broader scale, the Government’s initiative to enhance and expand the NHS app presents exciting opportunities in digital health. The upgraded app will offer users personalised, real-time advice and guidance on self-care, utilising trusted and verified sources along with product recommendations. Although this development will take time to fully materialise, it is a promising innovation that is expected to boost consumer confidence in OTC purchases.
Consumers are increasingly displaying omnichannel behaviour when shopping for over-the-counter medicines. More often, they blend online research with what they have seen on social media and on shelves in stores. With that in mind, it’s crucial that information online is trustworthy and accurate – especially as they may check their phones for health advice whilst shopping.
“In the Winter Remedies category, a significant 80% of brand decisions are made outside the store, so awareness and mental availability are key,” says Farnham. “However, 60% of shoppers will switch to an alternative at the point of purchase if they cannot find the brand they are looking for (Purchase Decision Hierachy). Therefore, physical availability in-store is critical to driving purchases, particularly for products like BENYLIN®, SUDAFED®, and CALPOL®, which are often distress purchases. As such, we have always focused on ensuring our products are in the right places at the right time.”
BENYLIN®, SUDAFED®, and CALPOL® are really making strides in OTC categories, including cough, decongestion, and children’s pain. Consumers regularly turn to trusted brands when they need quick relief for symptoms from coughs and colds. This is supported by PAGB’s 2025 consumer survey, which revealed 77% of adults buy branded OTC products, and 93% of those use brand names to help find the right medicine on the shelves.
“This year’s marketing strategy is all about expanding our reach and building brand awareness for Kenvue’s product ranges,” Farnham continues. We’re focusing on Broadcast Video on Demand (BVOD) and digital channels, while still supporting healthcare professionals. We’re also partnering closely with retailers to make sure our message reaches all consumers throughout the year, both in-store with activations and branded digital displays, and online with optimised brand treatment pages. This way, consumers can easily access key information about our products no matter where they shop.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “Relief candy sales peak in winter with the annual arrival of the traditional cough and cold season. However, in recent years the category has continued to justify and expand its place on store shelves all year round.”
Halls is a non-medicated relief candy brand and continues to lead the category as the number one relief candy (Nielsen).
“Whether it be for menthol clearing or gentle soothing, shoppers look for brands they know and trust in-store,” adds Nash. “Singles are the most important format across the category as shoppers look for a readily available and tasty relief brand to help continue with their day and embrace the moments that matter.”
The Halls brand offers the Halls Mentholyptus range, which includes the most popular variant, Extra Strong, alongside sugar-free options in Original, Cherry and Citrus that provide menthol clearing. Halls also offers Soothers, which include the best-selling Blackcurrant flavour, as well as Cherry, Strawberry, Peach and Raspberry, and Honey and Lemon variants to help provide gentle soothing. Whatever prompts shoppers to choose to buy into the category, they have their clear favourites.
Halls boasts a vibrant and cohesive design across the portfolio, allowing consumers to find their chosen solution with confidence and ease.
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